Volume 6, Issue 2, August 2014, Pages 181–193
Mme Saoussen Abdelkader1 and Néji Bouslama2
1 Assistante à la FSJEGJ, Tunisia
2 University of Tunis El Manar, FSEG Tunis, Tunisia
Original language: French
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
The particular interest to sexual advertising or shockvertinsing returns to his considerable effect on advertising efficiency in spite of critics about the social's and ethical's implications. However, these ads can engender negative affective reaction as well as feeling of embarrassment which can influence and modify the behaviour and especially attitudes toward the ads and brand. This paper try to study the impact of negative emotions on embarrassment and attitudes toward the ad and the brand and so contributes to comprehension of advertising process.
Author Keywords: embarrassment, negative emotions, attitude toward the brand, attitude toward the ad.
Mme Saoussen Abdelkader1 and Néji Bouslama2
1 Assistante à la FSJEGJ, Tunisia
2 University of Tunis El Manar, FSEG Tunis, Tunisia
Original language: French
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
The particular interest to sexual advertising or shockvertinsing returns to his considerable effect on advertising efficiency in spite of critics about the social's and ethical's implications. However, these ads can engender negative affective reaction as well as feeling of embarrassment which can influence and modify the behaviour and especially attitudes toward the ads and brand. This paper try to study the impact of negative emotions on embarrassment and attitudes toward the ad and the brand and so contributes to comprehension of advertising process.
Author Keywords: embarrassment, negative emotions, attitude toward the brand, attitude toward the ad.
Abstract: (french)
L'intérêt particulier à la publicité à caractère sexuel provocateur revient à l'effet considérable qu'elle peut engendrer sur l'efficacité publicitaire malgré les critiques concernant les implications sociales et éthiques qu'elles peuvent aussi engendrer. Cependant, ces publicités peuvent entraîner des réactions affectives négatives ainsi qu'un sentiment d'embarras qui peuvent influencer et modifier les comportements et surtout les attitudes des récepteurs. Ce papier étudie l'impact des émotions négatives sur l'embarras et les attitudes à l'égard du message et de la marque et contribue ainsi à appréhender le processus de persuasion publicitaire.
Author Keywords: embarras, émotions négatives, attitude envers la marque, attitude envers le message.
How to Cite this Article
Mme Saoussen Abdelkader and Néji Bouslama, “Les effets des émotions négatives engendrées par un message publicitaire à caractère sexuel provocateur sur l'embarras et les attitudes des récepteurs envers la marque et le message,” International Journal of Innovation and Scientific Research, vol. 6, no. 2, pp. 181–193, August 2014.
